Chuck E. Cheese taps into augmented reality with new mobile app

March 27, 2013

Chuck E. Cheese's has launched its first-ever downloadable app, Say Cheese!, available from the Apple App Store or Google Play. Using augmented reality, the app allows parents and kids to take photos with an animated version of Chuck E. Cheese on any visit to the chain.

Chuck E. Cheese's team began researching and developing the app to be a new in-store attraction that enhanced guests' experience.

"What differentiates Chuck E. Cheese's from other family entertainment options is interaction with Chuck E. himself. Since launching our contemporized mascot last summer, we've been committed to increasing the breadth of that interaction for families. Augmented reality is perfect for that," said Scott McDaniel, chief marketing officer of parent company CEC Entertainment Inc. "We know our guests are very mobile, and from their feedback we also know they love sharing their memories and photos with their families, friends and even with us. By tapping into augmented reality technology we've created a completely unique experience that brings parents and kids into a Chuck E. performance like never before."

After downloading the free Say Cheese! App, guests can look for pink, orange and blue "Say Cheese Here!" signs that serve as in-store hotspots on tabletops, the sides of games and backdrops throughout every location to activate the app's augmented reality camera. When launching the app for the first time, guests will receive simple step-by-step instructions for putting it into action.

With the app open, guests click on "See Chuck E." and point their phone or tablet's camera at one of the markers to start Chuck E.'s performance. By tapping the camera icon in the app, guests can take and save as many photos as they'd like. With three new "rock star" moves, guests can tap the pause button at any time to take a picture with Chuck E. in a particular pose.

The app also incorporates sharing functionality to post the snapshots to Facebook and Twitter or send them to friends and family members through email. Guests are also encouraged to submit their photos to chuckecheese.com through the Say Cheese! App for a chance to see it on the Chuck E. Cheese's website and official Facebook, Twitter and Pinterest pages.